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Improving the member journey

A project still in concept phase, inspired to transform the member journey, motivate members and keep them hooked.

Role

Character Design
Ui/Ux Design
Motion Design
Interaction Design

Timeline

In concept

What is the issue?

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What have noticed is the lack of engagement of users after the so called onboarding enthusiasm

Onboarding enthousiasm:
 

•In the current setup, 20% of users spend  1min 50sec on avg  in the app upon downloading the BFapp and landing on the home page for the first time.
 

•Over  50% of new members navigate to trainings page but only  8% start a workout.

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Lack of engagement & member journey: 

 

37% of members are within the ages of  18-25  and 41% of onboarded members are beginners
 

•Out of all members in the app 88% are infrequently active and spend an average of 7 minutes a month in the app. (Includes sleepers)
 

•In the past 4 months (Jan – April 2024) only 19.7% of all people navigating to news feed engaged with its content.

Who are our members?

  • 37% of members are within the ages of  18-25 (Gen Z)
     

  • 41% of onboarded members are beginners & need guidance in the app

Based on research done from our team we found out that according to a recent a research done by PwC in 2024 : Gen Z is not very different to Millennials, they share a need for instant gratification. Both generations:
 

  • Have the same digital habits are Tech-savvy; prefer online shopping but enjoy in-store experiences.
     

  • Look for instant gratification they expect quick, responsive service and real-time feedback

    Also according to Forbes:
     

  • Gen Z loves visually rich, short-form content on TikTok and Instagram  (Visual Preference)
     

  • Quick, interactive content matches their need for instant gratification​ (Instant engagement)
     

  • They seek relatable, genuine connections from brands and influencers (Authentic Interaction)
     

  • Real-time formats like Stories and Reels resonate by offering immersive, in-the-moment experiences (Content Style)

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Our Solution...? a mascot!
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Why a mascot? What impact can it have?

Mascots are proven to have various advantages when used in the right way:
 

•Increasing brand awareness

•Creating a positive image

•Being hard to ignore

•Helping you control perceptions

•Personalised, more approachable communication  

What are we trying to achieve?

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  • Highlight relevant features to the member in a tailored way at different stages of the member journey
     

  • Present a light communication approach to members
     

  • Gamification & playful elements to the app 
     

  • Positive emotions & enthusiasm around the app
    and brand

Say hi, to Kettlebel Kody! 

Who's Kody and how can be a help us achieve our goal?

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  • Friendly &. Approachable guides our members in the app & supports them in their Fitness goals.
     

  • Versatile & Adaptable, Kody adjust to the users' needs based on their goal and interests, guiding them through various workouts
     

  • Goal - Oriented, Kody celebrates milestones and urges users to keep progressing, encouraging consistency in key moments in the members fitness journey
     

  • Health advocate, promotes overall wellbeing including nutrition & rest while balancing those with the workouts achievements.
     

  • Animated & Expressive, communicates emotions during workouts and celebrates achievements.​​
     

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How can Kody help?

Motivational Reminders: Kody sends motivational quotes and reminders to keep users active and focused on their goals.
 

Gamification: Kody makes fitness fun by rewarding achievements with badges and challenges, motivating users to stay consistent.
 

Measurable Impact: Kody tracks progress, showing users clear results over time to boost their motivation.
 

Positive Brand Association: The friendly mascot makes the app more inviting, building loyalty and increasing recommendations.
 

Gym-Itimidation: Kody offers guidance, helping new users feel confident and reducing gym anxiety.
 

Neutral Race and Gender: Kody is universally relatable, making all users feel included.
 

New Communication Channel: Kody delivers tips and updates in a friendly way, creating a more personal connection with users.

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Kody boosts users' mood when completing a workout

Kody guides users during the different onboarding steps

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Kody motivates users for their workout progress

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Kody celebrates with user when they completed a milestone

Preventing notification fatigue
& sensory overload 

To ensure that Kody’s goals are clear to the member & they are not overwhelmed with too much animation her are some key guidelines:
 

  • Plan in a timely manner the appearance of Kody in screen or between sessions
     

  • In which channels will Kody be communicated and how often
     

  • Duration of Kody's appearance when conveying a message.

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The many faces of Kody

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360° view of Kody...check out that cute tussy ðŸ˜‰

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Kody has all the moods of this world, from your geeky guide in the app...to your friendly badge collector assistant

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...and maybe some more interesting sides...

* The project is currently on hold due to the complexities involved in implementing a mascot across multiple departments. This requires coordination with many stakeholders and consideration of all related business cases. Updates will be provided as soon as the project officially begins.

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